Success Case Study: Harbin Beer – Making an age-old brand relevant to China’s Millennial male consumers
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Harbin is one of the oldest and most successful domestic beer brands in China. In order to reposition the beer, AB InBev rolled out a new marketing campaign revolving around e-sports (video game events), which are popular among young Chinese Millennial consumers.
Harbin has realigned its brand message to target male consumers in the age group of 19-37 years by sponsoring e-sports events in China. AB InBev's innovative marketing strategy is claimed to have dramatically raised sales volumes of Harbin at a time when domestic sales of beer is slowing down.
Scope
– Harbin gained the first-mover advantage with its disruptive brand strategy which capitalizes on the growing popularity of e-sports among young Chinese men, and enabled the brand to connect with young Chinese consumers who are avid video gamers or spectators.
– AB InBev used the strategy to reposition Harbin Beer as a youth-oriented product, and thereby appeal to Chinese Millennial men who are willing to spend more on premium beer products.
– The company leveraged the ‘made in China’ tag and century-long heritage of Harbin beer to appeal to the appeal patriotic sentiments of consumers.
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AB InBev
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